Glow, is the leader in the beauty products around the world. Today, the company has evolved into the world’s largest beauty and cosmetics company, with distribution in 125 countries and 34 global brands. Michael, CEO of Glow has quest to achieve and “meet the needs of only women around the globe and make beauty products available to as many women as possible”.
In India, Glow focuses on five areas of beauty expertise: skin care, hair care, makeup, hair colouring, and perfume.
Further in India, its brands fall under four different groups: (1) Consumer products (54 percent of sales includes mass marketed brands like Glowine sold at competitive pricing through mass-market retail chains (2) Glow Muxe (27 percent of sales includes prestigious brands like Nuren perfume that are available only in premium stores, department stores or speciality stores). (3) Professional products (14 percent of sales includes brands such as Hedkin designed specially for professional hair salons), and (4) Active cosmetics (7 percent of sales, includes dermo cosmetic products sold at pharmacies, drugstores and medi-spas).
Identify the targeting strategies used by Glow as per the above case. Justify your stance.
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